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ScribbleLive Story

  1. Interruptive Ads Are Declining in Effectiveness
  2. People Block Ads Global ad-blocking user base has ballooned to 144M monthly active users Video Game Technology Business Sports Entertainment Ad blocking rates on website by type:
  3. Millennials Don’t Even Need Blockers Millennial’s are patently rejecting interruptive advertising. Advertising to millennia’s is a difficult gig. They skip, block or outright ignore ads on TV, the web, and YouTube.
  4. Online Ads Don’t get Attention 75% say they don’t remember many Super Bowl Ads from last year Of people aren’t likely to purchase something they saw during the Super Bowl Let alone tradition ads… 90% Consumer Attention Posted Speed Limits Spouse or Significant Other Weather Report Dentist Boss Parents Kids Office Staff Meetings Text Messages Teacher Print Ads in Magazines / Newspapers TV Commercials Billboards Radio Ads Celebrity Gossip Online Ads Ads in Apps / Games
  5. Good Riddance!
  6. We recently conducted a survey into consumer attitudes of online advertisements and our results indicated that 75 per cent of surveyed participants felt that the online advertisements seen by children displays inappropriate content. When it comes to advertising to kids, the rules for the internet are fuzzier than the tightly regulated world of television… kids could be left vulnerable. Online adverts are often embedded on websites from other sources, making it unlikely that web filters (the primary way many parents protect their children online) will pick up on them. Absolutely agree! Just like Till Faida, co-founder of Adblock Plus has said: “[c]hildren as young as five are being exposed to online advertisements and pop-up adverts that contain adult content such as gambling, dating services, as well as sexualized imagery.” Kids Are Better Off
  7. Everybody is better off Online survey: most consumers “annoyed” by online ads, want social media Dislike button Online advertising is annoying, distracting and all over the place Consumer Marketer
  8. But what does this mean for marketers…
  9. Marketers are Struggling to Get Return CMOs almost universally say that they are under more pressure to deliver measurable ROI Social Only 5% of Americans say social media advertising has a great deal of influence on which products they buy. Display Ads Display ads are dead. Studies have shown users have developed banner blindness, resulting in 0.04% CTRs. Paid Search In an eBay study, customers were unaffected by the presence of paid search; there are no measurable benefits.
  10. They’re Turning to Content Marketing Instead “Content marketing produces 3 times more leads per dollar. Inbound marketers double the average site conversion rate, from 6% to 12% total. Inbound marketing costs 62% less per lead than traditional outbound marketing.” July 2012 31 18 1 4
  11. But wait…
  12. Marketers are now rushing in with no plan and no method for measuring success A recent study showed 93% of marketers use content marketing, yet only one-third have a documented content strategy.
  13. Content that drives results isn’t easy. Common problems are...
  14. Disorganization1 Percentage of B2B Marketers Who Have a Content Marketing Strategy 35% - Yes, and it is documented 48% - Yes, but is not documented 14% - No 3% - Unsure Without content strategy With content strategy 83% of marketers with a documented strategy are more effective than those without
  15. 2 No Insight = Irrelevant Content Online consumers fed up with irrelevant content. The single challenge that causes marketers most pain is data, specifically using data to make relevant content, such as deriving insights, performing customer segmentation, and personalizing content. Marketers depend on data for just 11% of all customer- related decisions
  16. 3 Non Responsive Campaigns Always on marketing can bring 1.5x – 8x ROI “Marketers need to embrace the reality that consumers are demanding information in real time” “Very few are capable of delivering real-time analytics and experiences” “Less than 5% are able to manage experiences in an ‘Always-On manner’” The Six Use Cases of Real-Time Marketing
  17. 3 Nonresponsive Campaigns What do you perceive as the main benefits of always-on marketing? “To build customer loyalty — to build a brand — companies need to keep their customers engaged in a continuous dialogue” – Regis McKenna Better Customer Experience Improved Customer Retention Improved Conversion Rates Better Brand Perception Greater Opportunity for Personalization B2C B2B
  18. 4 No Measurement 49% of B2B marketers struggle with measuring content marketing effectiveness (up from 33% last year) Only 21% of B2B marketers are having success tracking ROI of their content marketing
  19. Inefficiency Software needed for success “If you’re serious about content marketing, you need to get serious about the tools you use to support that strategy,” says Stephanie Tilton of Ten Ton Marketing. “For most organizations, the goal is to produce and share content that resonates with the target audience and ultimately drives new business. The right software makes it easier to get the work done and measure the results.” “Content marketing can quickly become overwhelming. Perhaps you have a few target audiences you need to address. From there, you want to create content for the top, middle and bottom of the sales funnel — in multiple formats and for numerous campaigns. After just a few months, you may have created hundreds of content elements. How can you not only track those pieces, but also measure their success without the appropriate software?” “Software is an amplifier,” says Price. “If you have some goals in mind and you take the time to create a strategy that works for your business, then the software can be a force multiplier. One person can really do the work of three or four.” 5
  20. So what’s a marketer to do?
  21. 1 Plan Ahead Having a strategy pays off: 60% of those who have a documented strategy rate themselves highly in terms of content marketing effectiveness, compared with 32% of marketers who don’t
  22. 2 Use Audience and Influencer Insights A proper insights tool can answer the 4 most critical questions in content marketing: What should you write about? Who is influential in your marketplace? Where should you publish and distribute your content? How effective are your content marketing programs? ScribbleLive case studies have shown that having insights can: Shorten sales cycles by 50% Increase pipeline by 1.5x Generate 10% higher lead response rates
  23. 3 Be Always On Software can be always on so you don’t have to. Whether it’s scheduling posts, auto-refreshing content, curating real-time news, or responding to user comments, the right tool can make it easy to stay connected. When used ScribbleLive for mention auto follows and scheduling: 5x Usual Traffic 6x Usual Traffic
  24. 4 Measure ROI In the recent 2014 Content Marketing Institute Benchmarks report, the “Inability to Measure Content Effectiveness” was listed as a key challenge faced by B2B marketers. Most content marketers today spot-check the success of individual pieces of content using old-school measures such as page-views, downloads, likes, and shares. These aren’t particularly effective ways to measure given the way content is distributed and redistributed today – across channels and platforms and networks. Those metrics can’t measure the aggregate impact of an entire program. ScribbleLive Insights lets you measure the broad impact your content marketing has on your brand and thought leaders. You’ll be able to see the size of the overall conversation, and exactly what your role is relative to the market and your competitors. Plus you can easily track the trended impact over time.
  25. 5 Do Everything in One Place ScribbleLive is an open and partner-friendly platform
  26. For the best results ever Live content attracts 6X LARGER 2X MORE audiences time engaging with the content Who spend
  27. These brands use content marketing software DO YOU?